Development of Marketing Communication System for the Organization in the Service Sector

Tough competition that exists today in the market contributes to the emergence of new marketing tools to help companies fight for the consumer. The past few years, there was a particular interest in the concept of integrated marketing communications, which includes technology marketing, advertising and public relations, a combination of which allows to reduce the budget of the company and improve cost effectiveness in marketing. This paper aims to review the benefits of integrated marketing communications as a tool for interaction with consumers on the example of specific company operating on the market of promoting educational services, namely, international programmes of foreign universities in the Russian market. The main goal of this work is to develop a system of integrated marketing communications for organizations working in the field of services. To achieve this goal, first, scientific literature on the subject of the use of integrated marketing communications was studied, and the model of customer experience was constructed. In the process of conducting empirical research for a common understanding of the situation on the market of educational services the author analyzed the competition environment and reviewed the company's positioning in this market. In order to understand the effectiveness of the company’s communication channels author built a customer journey map. In the process of building this map the capabilities of existing communication channels were evaluated, as well as the barriers that hinder the path of the client. In the light of all the received information a list of recommendations regarding each individual channel has compiled, on the basis of which a media plan for the next year was written. The information obtained in this work can be useful for organizations operating in the market of educational services, and can become the basis for further research in the field of marketing communication in the service market.